Fresh dates in general, and Medjools in particular, are gaining in popularity. Demand is on the rise. In response to that growth, the date industry in the United States has been putting in new plantings, and production is increasing.

There is about a four-week window just before the time of harvest when dates are most vulnerable to the ravages of weather. That also happens to coincide with a time of year when probability of rainfall in the Coachella Valley of California is increasing. So no matter how great the weather might have been earlier in the season, and no matter how promising a crop might look, weather always has the last say in what will be harvested. And that is true not just with dates but with most agricultural commodities regardless of where they are grown.

On the website of Mariani Nut Co., under the heading Retail/Supermarket Products, is the following summary of the company’s offerings for the retail trade:

“Since 1972, the Mariani family has been growing and producing the finest quality, premium nuts without compromise. Mariani nuts are freshly harvested from farms in California and packed in their natural form, without adding any preservatives, oil, salt, or other ingredients. We offer a full line of consumer packaging options that can be found in retail markets around the world.”

Two years ago, the Bard Valley Medjool Date Growers Association in Yuma, AZ, launched a new label, “Bard Valley Natural Delights,” for use on all of its products, which includes Medjool dates and date rolls.

In support of the new brand, the association is engaged in a consumer advertising and public relations campaign “to drive increased awareness of ‘Bard Valley Natural Delight’ Medjool dates” and “both the taste and nutritional benefits that they bring,” said Edward O’Malley, president and CEO of grower-owned Datepac LLC in Yuma.

Aurora Products is now headquartered in Orange, CT, and has realized the next step in its corporate growth following the opening of its new facility this past August.

“We needed more space and wanted to create a state-of-the-art building,” said Owner Stephanie Blackwell. “We have a new computer system, a quality control lab, new equipment and are building a new road for the trucks to enter our loading docks.” Square footage has increased significantly, going from 77,000 square feet to 140,000 square feet. “We also have more land for future expansion,” Blackwell added.

A.J. Trucco Inc., a wholesaler, importer and distributor located on New York City’s Hunts Point Terminal Market, has been in the business of buying and selling dried figs, along with other dried fruit items and an assortment of in-shell nuts, for a long time.

“We have been doing this for many, many years,” said Salvatore (Sal) Vacca, president of the 76-year-old company.

“We are always trying to improve the package and to increase the volume, and we have been successful,” he said. The diminished seasonality of the market for imported dried figs is a good example of that.